TCM treatment catches interest of new generation(3)

Cultivating awareness

An indication of the growing popularity of TCM among young people is its greater prominence in television shows.

One afternoon in September, a crowd gathered at the Jiangxi Provincial Hospital of Traditional Chinese Medicine. Several young actors and a renowned TCM practitioner were walking through the hospital.

Chen Rixin, former dean of the Acupuncture and Massage School at Jiangxi University of Traditional Chinese Medicine and the creator of heat-sensitive moxibustion therapy, was about to explain how the therapy works and conduct patient consultations.

During the TV show the young actors learn about TCM under the guidance of experienced and renowned experts from across China.

In the episode featuring Chen, the actors try moxibustion theory and other TCM treatments, and share knowledge from the medical professionals on maintaining health through TCM practices.

"Today, technology advances very fast, but the charm of traditional medicine remains undiminished. TV programs like these are great as they demonstrate young people's acceptance and appreciation of TCM," Chen said.

"Young people can gain a better understanding of traditional medicine and the culture behind it," he added.

He emphasized that people need to cultivate awareness about their health and develop the ability to manage it, which is known as the "health quotient".

"The wisdom of TCM in health maintenance is invaluable. For example, TCM advises that each season has unique characteristics, and one should consume seasonal foods and adjust lifestyle routines to align with nature, promoting physical and mental harmony," said Chen.

Health awareness among young Chinese appears to have risen. On Xiaohongshu, a lifestyle app catering to a young user base, there have been more than 9 million posts with the keywords "health preservation" and over 1.6 million posts related to TCM.

Cheng Huiping, a 26-year-old office worker based in Nanchang, has embraced a TCM healthy lifestyle since last year.

"We always sit, stay up late, and face significant work pressure. After graduating, I gained 10 kilograms. Since last year, I've started to gradually take care of myself," she said.

Medicinal drinks like suanmeitang (sour plum juice) and goji berry tea are being embraced by Gen Z consumers, including Cheng, who are seeking a cost-effective antidote for their modern lifestyles.

"In the morning, I drink red bean and coix seed water to dispel dampness, and I often brew codonopsis and astragalus water with red dates to get more energy and boost my immunity. I prefer these health teas over milk tea; they are healthy and cost-effective," Cheng said.

In November 2023, a survey conducted by the China Youth Daily in conjunction with a website revealed that 74.3 percent of the surveyed young people believed they had an awareness of TCM health preservation.

Additionally, 94 percent had some understanding of TCM health-related concepts, and 93.3 percent had tried various TCM diagnostic and treatment methods.

While the popularity of TCM is growing, Chen emphasized the importance of proper guidance.

"For instance, with moxibustion, knowing when and how to apply it requires specific knowledge. Once young people develop an awareness of TCM health preservation, the medical community needs to provide scientific guidance and disseminate TCM knowledge effectively."